A focus group is a common methodology used in market research.
A traditional focus group involves a small group of people coming together at a location to share needs, preferences, opinions, and experiences about a specific product or service.
The facilitator of the discussion, called the moderator, leads the discussion. The goal is often gaining insight for the company through spoken feedback of consumers and potentially B2B professionals.
Typically focus groups are held at a brick and mortar location, often times a focus group facility, where the participants and moderator are allocated a room to conduct the discussion panel.
Like any other type of market research methodology, in-person focus groups have advantages and disadvantages.
The disadvantages of traditional focus groups often lead brands to consider online focus groups instead.
In this blog post, our focus group market research company will discuss the pros and cons of each methodology to show which choice is best for your organization.
Advantages to Traditional Focus Groups
Conducting market research in an intimate setting with participants can yield valuable insight about a product or service, allowing the company to adjust its marketing or product before a costly launch.
Also, a focus group allows the organization to interact with a group of participants by virtue of a moderator creating a dialogue. The group dynamic is a benefit not offered by individual interviews.
The advantages to traditional, in-person focus groups include:
- Focus groups allow for individual responses, participant interaction, and clarification of discussions. These are often spin-offs from an initial question to the group.
- In-person interaction is valuable when it comes to traditional focus groups.
- Not only can the researcher learn about participant needs, preferences, and experiences, but they can also notice nonverbal cues that can also provide valuable insight about the consumer.
Disadvantages to Traditional Focus Groups
1. A more costly market research methodology
There are specific fees for renting a focus group facility including recording fees, audio files, parking, meals, and beverages, etc.
These costs can add up so you want to weigh the benefits of an in-person group versus other methodologies and options.
2. More is needed of participants
Some participants will not want to endure the inconvenience of needing to travel to a facility.
Sometimes when you tell a focus group participant they not only have to participate in a 2-hour session, but they also have to travel 30 minutes, the reward may not be worth it.
This is why it is crucial to have a focus group facility in a central location and near major highways (for participants) and an airport (for clients).
3. Limited access to participants
In-person focus groups require the participant to live or work nearby in order to make them successful.
Many companies have a global reach these days, meaning they serve a large market of customers across the world.
Conducting research at 1 or 2 specific locations limits the ability to obtain a comprehensive view of their target profile.
According to SmallBizTrends, 58 percent of small businesses have international customers, and 72 percent plan to grow their international customer base.
Would a focus group in one city really demonstrate a broad view of their customer or prospect base?
The Growth and Globalization of Technology
Technology and globalization have opened doors that many years ago would have been closed for market research.
Here are some fun facts to support our claims.
- According to Worldometers, there are over 7.9 billion people in the world today.
- According to the Small Business Administration’s (SBA) Office of Advocacy, there are 30.2 million small businesses in the United States.
- According to NYC.Gov, of the approximately 220,000 businesses located in NYC, 98 percent are small businesses.
Is it time market research shifts with these trends when it comes to qualitative market research and focus groups?
Online focus groups are a new and emerging trend in market research. I have to admit, I am a fan.
With user-friendly platforms and low-cost memberships, it has become easier than ever to reach participants online.
They are easy to set up an account and can host up to 1,000 people through live video on a single call.
Focus groups typically range from 5 to 10 participants, so with a lower-level membership, it is easy to host small groups like these.
Advantages of Online Focus Groups
1. Less expensive than in-person group discussions
Online platforms are less expensive than utilizing a focus group facility.
Participants that attend a focus group at a facility typically make $75 to $250 for their participation, but when travel is not required the payment to the participant can be less, saving money for the company paying for the market research project.
2. Not limited by location
By conducting focus groups online, the research is not hindered by location. Participants can be located anywhere in the world.
As long as they have an internet connection, they can be present for the focus group in an online setting.
Global companies with global consumers have the ability to conduct research with a global representation of their ideal client with one focus group, instead of many conducted in multiple cities.
Again, it can be more cost-effective.
Disadvantages of Online Focus Groups
1. Cannot identify non-verbal cues
Without being face-to-face in a live room, the moderator is not as capable of noticing non-verbal cues as well.
2. Limited interaction between participants
It is also more difficult for participants to interact with one another and prompt side-discussion that can provide unprompted insight.
We've all been on conference calls via phone and online where participants constantly interrupt one another which creates some awkward transition and silence.
Imagine this with a group of 10 where all want to offer feedback.
3. Language barriers
Although the capability to reach a global representation is possible with one online focus group, working with a multicultural group representing a global market could lead to language barriers during the interview process.
If a participant represents a population in which English is a second language, the understanding of the group questions could be impacted, resulting in the inaccuracy of answers and unreliability of the research.
Face-to-face interviews would allow for the moderator to notice nonverbal cues displaying the participant may be confused or uncomfortable due to a language barrier more easily, in comparison to one of ten small squares from a live feed on a computer screen.
There is always power in personal, in-person connection, but technology has changed the marketplace tremendously over the last 20 years.
Focus groups are an invaluable tool in market research and that will never change, but the growth in online focus groups cannot be ignored. All organizations must weigh the pros and cons of each.
It might make more sense for small or midsize businesses with regional customer bases to conduct in-person focus groups.
It would seem odd if a small local credit union chose to conduct online focus groups. However, online focus groups may make more sense for larger corporations.
Will technology and online focus groups ever replace traditional focus groups? Only time will tell.
Drive Research is a focus group firm in Syracuse, NY. Although located in Upstate New York, we recruit, moderate, host, and report on all types of qualitative market research for our clients across the country.
Interested in conducting a traditional or remote focus group? Contact us below.
- Message us on our website
- Email us at firstname.lastname@example.org
- Call us at 888-725-DATA
- Text us at 315-303-2040
A SUNY Cortland graduate, Emily has taken her passion for social and content marketing to Drive Research as the Marketing Coordinator. She has earned certificates for both Google Analytics and Google AdWords.
Learn more about Emily, here.